Systems and methods are disclosed for protecting user privacy in, for example, online advertising environments. The method includes receiving data related to a user in a first communication session between a host server and a client device, and generating a user profile associated with the user. The method further may include encrypting the user profile to produce encrypted user profile data and generating a decryption key for decrypting the encrypted user profile data. Thereafter, either the decryption key or a portion of the encrypted user profile data may be transmitted to the client device and then deleted from host server before ending the first communication session. The method further may include establishing a second communication session between the host server and the client device and retrieving the transmitted content. Then targeted advertising may be provided by decrypting the encrypted user profile data.
Legal claims defining the scope of protection, as filed with the USPTO.
1. A computer-implemented method for protecting user privacy in an online advertising environment, the method comprising: splitting encrypted user behavior profile data into a first portion of the encrypted user behavior profile data and a second portion of the encrypted user behavior profile data; transmitting the second portion of the encrypted user behavior profile data to a client device in a first communication session and deleting the second portion of the encrypted user behavior profile data subsequent to transmitting the second portion; receiving the second portion of the encrypted user behavior profile data from the client device in a second communication session; decrypting the received second portion of the encrypted user behavior profile data; decrypting the first portion of the encrypted user behavior profile data; and providing targeted advertising based in part on the decrypted first portion of the encrypted user behavior profile data and the decrypted second portion of the encrypted user behavior profile data.
2. The computer-implemented method of claim 1 , wherein the encrypted user behavior profile data comprises a profile of user behavioral data associated with the user generated from behavioral data related to the user received in the first communication session.
3. The computer-implemented method of claim 1 , wherein providing targeted advertising based in part on decrypting the encrypted user behavior profile data comprises: combining the first portion of the encrypted user behavior profile data and the received second portion of the encrypted user behavior profile data; regenerating the profile of user behavioral data based on decrypting the encrypted user behavior profile data; determining a target audience for advertising content; and providing targeted advertising based on the target audience and the profile of user behavioral data.
4. The computer-implemented method of claim 2 , further comprising: updating the profile of user behavioral data based on the user's responsiveness to the targeted advertising.
5. The computer-implemented method of claim 1 , further comprising: storing a decryption key for decrypting the second portion of encrypted user behavior profile data.
6. The computer-implemented method of claim 2 , wherein the behavioral data related to user includes data generated by one or more of: interacting with physical beacons, viewing content via a set-top box, podcast-capable device, or internet-based broadcast, interacting with a web browser, mobile application, or tablet application, driving or riding a network-connected vehicle, purchasing goods or services via electronic payment methods, credit cards, or mobile devices, traveling in an area with a video surveillance system capable of facial recognition, or carrying a mobile device that broadcasts user specific details or device specific details.
7. The computer-implemented method of claim 6 , wherein the profile of user behavioral data includes an interest score.
8. The computer-implemented method of claim 7 , wherein the interest score is used to provide targeted advertising.
9. The computer-implemented method of claim 1 , wherein the second portion of the encrypted user behavior profile data is required for decrypting the first portion of the encrypted user behavior profile data.
10. The computer-implemented method of claim 2 , further comprising: updating the profile of user behavioral data associated with a user; encrypting the updated profile of user behavioral data to produce encrypted updated user behavioral profile data and generating an updated decryption key for decrypting the encrypted updated user behavioral profile data; transmitting a portion of the encrypted updated user behavioral profile data to the client device, and deleting the portion of the encrypted updated user behavioral profile data; receiving the portion of the encrypted updated user behavioral profile data from the client device; and providing targeted advertising based in part on decrypting the updated encrypted user behavior profile data.
11. A system for protecting user privacy in an online advertising environment, the system comprising: a data storage device storing instructions; and a processor configured to execute the instructions to perform a method comprising: splitting encrypted user behavior profile data into a first portion of the encrypted user behavior profile data and a second portion of the encrypted user behavior profile data; transmitting the second portion of the encrypted user behavior profile data to a client device in a first communication session and deleting the second portion of the encrypted user behavior profile data subsequent to transmitting the second portion; receiving the second portion of the encrypted user behavior profile data from the client device in a second communication session; and decrypting the received second portion of the encrypted user behavior profile data; decrypting the first portion of the encrypted user behavior profile data; and providing targeted advertising based in part on the decrypted first portion of the encrypted user behavior profile data and the decrypted second portion of the encrypted user behavior profile data.
12. The system of claim 11 , wherein the encrypted user behavior profile data comprises a profile of user behavioral data associated with the user generated from behavioral data related to the user received in the first communication session.
13. The system of claim 11 , wherein providing targeted advertising based in part on decrypting the encrypted user behavior profile data comprises: combining the first portion of the encrypted user behavior profile data and the received second portion of the encrypted user behavior profile data; regenerating the profile of user behavioral data based on decrypting the encrypted user behavior profile data; determining a target audience for advertising content; and providing targeted advertising based on the target audience and the profile of user behavioral data.
14. The system of claim 12 , wherein the method further comprises: updating the profile of user behavioral data based on the user's responsiveness to the targeted advertising.
15. The system of claim 11 , wherein the method further comprises: storing a decryption key for decrypting the second portion of encrypted user behavior profile data.
16. The system of claim 12 , wherein the behavioral data related to user includes data generated by one or more of: interacting with physical beacons, viewing content via a set-top box, podcast-capable device, or internet-based broadcast, interacting with a web browser, mobile application, or tablet application, driving or riding a network-connected vehicle, purchasing goods or services via electronic payment methods, credit cards, or mobile devices, traveling in an area with a video surveillance system capable of facial recognition, or carrying a mobile device that broadcasts user specific details or device specific details.
17. The system of claim 16 , wherein the profile of user behavioral data includes an interest score.
18. The system of claim 17 , wherein the interest score is used to provide targeted advertising.
19. The system of claim 11 , wherein the second portion of the encrypted user behavior profile data is required for decrypting the first portion of the encrypted user behavior profile data.
20. The system of claim 12 , wherein the method further comprises: updating the profile of user behavioral data associated with a user; encrypting the updated profile of user behavioral data to produce encrypted updated user behavioral profile data and generating an updated decryption key for decrypting the encrypted updated user behavioral profile data; transmitting a portion of the encrypted updated user behavioral profile data to the client device, and deleting the portion of the encrypted updated user behavioral profile data; receiving the portion of the encrypted updated user behavioral profile data from the client device; and providing targeted advertising based in part on decrypting the updated encrypted user behavior profile data.
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October 18, 2019
February 9, 2021
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